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Jill Wahl

Director, Insights and Innovation

Jill brings more than a decade of consumer insights experience to her consulting engagements at McMillanDoolittle, where she applies cross-functional expertise in quantitative and qualitative research methodologies to help her clients build customer-centric strategies and innovations that win.

Since launching the firm’s in-house Consumer Insights and Innovation Practice in 2013, Jill has specialized in enhancing knowledge, building concepts, and prioritizing strategic actions for a diverse variety of retailers, consumer brands and investors to the retail industry.

Key client engagements span an impressive mix of large and small consumer-driven companies including Nike, Sonic Automotive, Casey’s General Store, Procter & Gamble, Metropolitan Market, Evereve, Samsung (South Korea), ASICS (Japan), yfood (Germany), Monica Vinader (UK), Grupo Axo (Mexico) and more.

Jill began her career as a researcher at MTV – working on the team that pivoted the network out of its Gen X roots through landmark audience research that resulted in the Millennial Edge strategy. While at MTV, Jill expanded research and knowledge into specific Millennial cohorts, including Male-ennials, Millennials in the workplace, and LGBTQ+ Millennials.

Jill is a professional moderator and earned her Certificate in Qualitative Research from Burke Institute. She holds a B.A. in Economics and Psychology from Northwestern University.